Overview

MloFlo brings borrower and referral-partner management, loan pipeline tracking, marketing automation, compliance workflows, and SMS automation into a mortgage-focused platform. The linked workflows are useful for teams coordinating origination and follow-up, while the distinct borrower and realtor portals extend visibility beyond the loan officer. Basic is a narrower starting point: several tools needed to run a fuller loan process are reserved for Pro and Enterprise.

Key features

Loan and partner workflows

Loan officers have a dashboard, point of sale, document collection, loan quoting, pre-approval generation, pipeline tracking, milestone notifications, referral tracking, credit pulls, automated underwriting system access, drip automation, and a smart dialer. SMS/MMS can include video. This is a broad toolkit for keeping communication and loan work together, but the plan split matters: Basic excludes the POS, smart document upload, pipeline view, milestone tracking, drip automation, and smart dialer. Teams relying on those capabilities should compare Pro rather than assume the entry CRM plan covers the complete workflow.

Borrower and realtor portals

Borrowers can see loan status and milestones, upload documents, and sign disclosures. The realtor portal includes an open-opportunities dashboard, co-branded digital mortgage app, pre-approval generator, buyer overview, loan milestones, contacts, and partner information. These portals give borrowers and referral partners useful ways to follow a transaction, making MloFlo more compelling for teams that want external participants connected to the process.

Integrations, security, and mobile

MloFlo names Freddie Mac, Fannie Mae, Zapier, Encompass, Arive, Xactus, Stikkum, Nylas, and LendingPad among its integrations and partners. Lead integrations through an API are available on Pro and Enterprise, not Basic, so API-dependent teams need to account for that upgrade. MloFlo says it uses bank-level encryption and role-based access controls to protect borrower data and keep workflows audit-ready. Its mobile app is offered through Google Play and the iOS App Store.

Pricing

The CRM plans are priced per loan-officer seat. Basic costs $69.99 per month per LO seat, or $62.99 per month when billed annually ($755.88 annually). It includes a pre-approval generator, loan quoting tool, borrower and realtor portals, and a mobile-responsive experience. It may suit an individual or small team centered on those functions, but it excludes the processor portal, POS, smart document upload, pipeline view, task and calendar management, lead and loan milestone tracking, reporting, integrations, drip automation, and smart dialer.

Pro costs $199.99 per month per LO seat, or $179.99 per month when billed annually ($2,159.88 annually); support seats cost $55 per month. It includes Basic features plus a processor portal, POS, smart documents, pipeline and task management, integrations, marketing automation, and smart dialer. For teams that need those operational tools, Pro is the more complete fit, though the per-seat price and separate support-seat charge make team size important to the budget.

Enterprise has custom pricing and includes Pro features with white labeling. It is the tier to consider when white labeling matters; otherwise, Pro is the stated feature baseline. Additional fees may apply to marked features. The pricing page also lists separate communication plans, each with a $24.95 activation fee for 1–49 users: SMS Only is free, with activation required; SMS/MMS is $4.99 per month; Rookie Plan is $14.99 per month for SMS, MMS, voice, and 500 minutes, with overage at $0.0124 per minute; Pro Plan is $29.99 per month for SMS, MMS, voice, and 2,500 minutes, with the same overage rate; Expert Plan is $69.99 per month for SMS, MMS, voice, and unlimited minutes. These are separate communication options to factor in rather than assume the CRM seat price covers voice and messaging.

Platforms

MloFlo supports Android, iOS, and web. That mix can accommodate mobile access as well as browser-based work for teams using different devices.

Who it's for

MloFlo is best suited to loan officers and broker teams that want mortgage-specific workflows, borrower and realtor access, and communication automation in one platform. Basic can fit teams focused on quoting, pre-approvals, and portals; teams that need document handling, pipeline operations, integrations, or automation should weigh Pro’s higher per-seat cost against those needs. It is a weaker fit for buyers looking for a free CRM: there is no free CRM plan, and the entry CRM tier starts at $69.99 per month per LO seat.

Pros and cons

Pros: Borrower and realtor portals connect external participants to loan status, documents, disclosures, and partner workflows.
Pros: Pro combines POS, smart documents, pipeline and task management, integrations, marketing automation, and a smart dialer for teams needing a broader operating toolkit.
Pros: Android, iOS, and web support gives teams mobile and browser access.
Cons: Basic omits numerous core workflow tools, so teams may have to move to a much higher-priced Pro seat to get them.
Cons: Communication plans carry a $24.95 activation fee for 1–49 users, and voice plans also impose minute limits or overage charges except Expert.
Cons: Enterprise pricing is custom, so it is less straightforward to compare costs for teams that need white labeling.

Alternatives

Mortgage CRM Software is a useful place to compare category options. Choose KudosCRM instead if a free plan is the priority: its free tier supports up to 3 users, 1,000 contacts, and 1 pipeline, with tasks, activities, and 1 email inbox. Mortgage Magic is another option, with a free plan and a Prometheus plan at 85.00 GBP per month that includes AI sourcing, full CRM, and compliance.

Total Expert may suit readers seeking a free entry point, with its complimentary plan offering CRM access, inbound co-marketing connections, an open house lead capture app, and single-property websites. Consider Broki instead if its stated $99 CAD/month per-user platform, unlimited mortgage files, and no per-file fees or usage caps better match your requirements. Effi is an alternative for readers considering a paid platform with no minimum seats and no lock-in contract.

Viato offers a free plan and a Support tier at $49.00 USD per month per LO, with ops staff at $29 per month. Aidium is another paid mortgage CRM option. Bearberry may appeal to readers looking for a paid CRM with a Starter plan at $49 per seat per month, or $39 billed annually, and 5,000 marketing emails per month.

Verdict

Choose MloFlo if your loan officers and broker team need borrower and realtor portals tied to mortgage workflows, and Pro’s POS, documents, pipeline tools, integrations, and automation justify its per-seat price. Look elsewhere if you need a free CRM or Basic’s exclusions would force an upgrade for everyday work; the communication activation fee and usage terms also deserve a place in the cost calculation.

	Finova Broker CRM	MloFlo
Paid from		$4.99/mo
Platforms	Web	Android, iOS, Web
Borrower management	Yes	Yes
Loan pipeline tracking	Yes	Yes
Marketing automation	Yes	Yes
Compliance workflows	Yes	Yes
SMS automation	Yes	Yes
Free plan		No
Paid from		69.99 /user/mo
Referral partner management		Yes
Mobile app		Yes

Finova Broker CRM vs MloFlo

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MloFlo